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Business practitioners' perspectives on the value of mobile technology

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No existing research maps and discusses holistically the values deriving from mobile technology use, capturing both strategic and operational opportunities, which are most likely to emerge in the business-to-business (B2B) context. This empirical paper addresses this gap. An adapted grounded theory approach is applied to collect and analyse in-depth interviews with 28 B2B practitioners from advertising and marketing firms. Whether mobile technology is a simple means to advanced communication with no physical boundaries of time and location, or a business tool to boost creative thinking, this study concludes that mobile technology represents a novel and unique category of technology because of its core distinctive feature, 'being mobile'. B2B practitioners argue that the true nature of mobile technology lies in seeing it as a source of value that derives from using mobile technology. B2B practitioners view mobile technology not only as a purely technical tool (functional value) enabling effective communication (social value) but as a strategic tool driving balanced and flexible ways in managing business (emotional value) and enabling creative thinking (creative value).
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Keywords: ADAPTED GROUNDED THEORY; BUSINESS PRACTITIONER; MOBILE TECHNOLOGY USE; MOBILE TECHNOLOGY VALUE

Document Type: Research Article

Publication date: March 1, 2016

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